BLACKPINK Jennie Appointed Honorary Ambassador for Seoul Tourism 'Absolutely in Seoul' Campaign to be Released on July 31

Global K-pop artist BLACKPINK Jennie has been officially appointed as the honorary ambassador for Seoul Tourism for 2025. The Seoul City and the Seoul Tourism Foundation announced on the 29th that Jennie has been selected as the honorary ambassador for Seoul Tourism, stating that this will help promote the charm of Seoul to the world and contribute to exceeding 30 million visitors to Korea.

Jennie's Global Influence and Professional Understanding of Seoul

Jennie is a representative K-pop artist who exerts global influence in various fields such as music, fashion, and lifestyle. She has expressed her deep affection and understanding of Seoul by stating, 'Seoul is a city of inspiration for me' and 'The emotions of Seoul are my style.' This authentic experience and emotional connection are analyzed to play a key role in conveying the cultural value of Seoul to the world beyond simple promotion.

The song 'Seoul City' included in Jennie's first solo album 'Ruby' is a representative example that shows her deep attachment to Seoul. This is not just a commercial collaboration but serves as a foundation for an authentic collaboration based on the artist's personal experiences and emotions.

Systematic Campaign Strategy and Content Planning

This campaign has been systematically planned under the integrated message 'Absolutely in Seoul.' It adopts a strategy to maximize global audience engagement by capturing the infinite stories unfolding in Seoul with a sensory visual aesthetic.

The first content, 'DALTOKKI,' is produced in the form of a short film, focusing on storytelling where Jennie explores iconic landmarks in Seoul such as Gyeongbokgung Palace, Nodeul Island, and Seongsu-dong. This is a professional approach that unfolds the urban charm of Seoul, harmonizing tradition and modernity beyond simple tourist introductions.

The second video, 'SEOUL CITY,' utilizes the audio of Jennie's solo song 'Seoul City' to aim for a synergy effect combining music and video. Jennie's appearance in a dress adorned with traditional Korean craft techniques adds cultural depth in terms of modern reinterpretation of Korean culture.

Strategic Exposure Through Global Media Networks

The Seoul Tourism Foundation has established a multi-layered media strategy to maximize the global reach of this campaign. The campaign content will be sequentially released worldwide starting with a teaser on July 31 through the Visit Seoul YouTube and social media channels, and will also be broadcast through influential outdoor media in major cities abroad such as the United States and Australia.

In particular, exposing the campaign through major global TV channels such as NBC Universal to the United States, Europe, and Asia is a strategic approach that significantly expands the scope of existing tourism promotion. This is evaluated as an integrated marketing strategy that utilizes the authority and reach of traditional media beyond simple online content.

Fan Participation Events and Digital Marketing Innovation

The campaign includes a two-way communication strategy that encourages active participation from global fans beyond one-sided promotion. An online event recommending places in Seoul that fans want to visit through comments and a 'digital goods' random drop event where fans can own posters featuring Jennie and scenes of Seoul reflect an innovative approach that caters to the digital native characteristics of Generation Z and Millennials.

This participatory marketing is an effective methodology proven in the marketing industry to build brand loyalty by stimulating emotional engagement and desire for ownership beyond simple information delivery.

Expected Effects as a Growth Driver for the Tourism Industry

Gil Ki-yeon, CEO of the Seoul Tourism Foundation, stated, 'Through this collaboration with Jennie, we will promote the various charms of Seoul to the world and contribute to exceeding 30 million visitors to Korea.' This is a strategic declaration that presents specific numerical goals beyond simple promotion, reflecting the industry's expectation that the global influence of K-pop artists will lead to substantial tourism revenue generation.

In fact, the 'Korean Wave effect' of the global success of K-pop artists such as BTS and BLACKPINK on the Korean tourism industry has already been proven through various studies, and Jennie's appointment as an ambassador is evaluated as an attempt to take a more systematic and professional approach in line with these success stories.